Canned fish supplier John West has launched a can of tuna that does not need draining as part of a GBP3m (US$4.2m) marketing campaign.
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The ‘No Drain, Less Mess’ tuna will hit shelves this month and is designed using “patented technology”, the company said today (2 February), to can the tuna without excess liquid.
John West marketing director Jeremy Coles said: “This new launch is set to add significant incremental growth to the canned fish category by offering consumers the opportunity to trade up for added convenience and better taste.
“What was paramount in our learnings was consumers want easier ways to prepare their tuna without the mess and hassle associated with draining. John West No Drain Tuna meets this demand and offers consumers something new and exciting.”
The range consists of No Drain Tuna Steaks in both oil and brine formats. Standard packs will have an RRP of GBP1.49 and a three-pack has an RRP of GBP3.99.
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By GlobalDataThe launch will be supported by a marketing package, including a national TV campaign and outdoor advertising.
